Overview

Digital marketing is an ever-changing field, and as we move into 2023, we can expect to see a number of new trends and developments shaping the landscape. The use of technology and data is driving the industry forward, enabling companies to deliver more personalised and effective marketing campaigns. From the increased use of Artificial Intelligence (AI) to the rise of video content, the future of digital marketing is set to change at a rapid pace. In this blog post, we will take a look at the key predictions and changes that are likely to shape the digital marketing landscape in 2023 and beyond.

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1. Marketing attribution will become more opaque

In recent years, the field of marketing attribution has become more complex and opaque. Attribution is the process of determining the value and impact of different marketing activities and channels on a company's overall performance. However, with so many different marketing channels available, and so much data to analyze, it can be challenging to accurately attribute value to specific marketing activities.

This has led many marketers to adopt a blended return on ad spend (ROAS) and conversion approach across all of their marketing activity.The blended ROAS/conversion approach allows marketers to consider the impact of all marketing channels on overall business performance, rather than trying to attribute value to specific channels.

This approach can also include basic statistics and machine learning applications which can identify key features and influences that contribute to the overall performance. By running budget weighting tests (the pausing / unpausing of channels) to isolate performance, savvy marketers are able to understand the efficacy of various marketing activities and channels in order to optimize their marketing strategies.

2. Content creation will be critical for growth across social platforms

Creating engaging content is critical for growth across social platforms, and this trend is likely to continue in 2023. With the rise of short-form content on platforms like TikTok and YouTube Shorts, it's becoming increasingly important for brands to create bite-sized content that can capture the attention of their audience quickly. Even Facebook is moving away from the traditional news feed to displaying content that it thinks users may like, similar to TikTok and YouTube Shorts.This shift towards short-form content requires a different approach to content creation and strategy.

Marketers need to develop a plan that takes into account how short-form content can be used to increase brand awareness, re-engage existing customers, and convert leads into sales. It's important to note that not all agencies are equipped to handle this type of content creation effectively, so it's crucial to be mindful of who you engage with in order to achieve your goals.Short-form content needs to be more engaging, creative, and interactive in order to stand out. It should be short, but also have the power to connect with the audience, convey the message and generate brand awareness.

Additionally, it's important to consider how your short-form content will be distributed across different platforms and how to re-purpose your content to be shared across multiple platforms. Overall, creating effective short-form content requires a well-planned strategy, but done correctly can help to drive significant growth for your business.

3. Long form content & SEO are still super important for businesses

Despite the shift towards short-form content, long-form content and SEO are still extremely important for driving traffic and engagement to a website. Many businesses, especially in New Zealand, are not prioritising this aspect of their digital marketing strategy and are missing out on valuable opportunities to connect with their target audience and generate leads.

To maximise the potential of long-form content, businesses should invest in developing a content strategy that is flexible and can be adapted to various mediums such as video, blog posts, and case studies. One key aspect of this strategy should be thorough keyword research and trend analysis to identify the topics that are most relevant to your target audience and the keywords that they are using to find information. By understanding the keywords that your target audience is using to search for information, you can create content that is optimized to rank well in search engine results, thus increasing visibility and driving more traffic to your website.

It's important to note that long-form content is not just about having more words, but also about providing value, being informative, and well researched. Additionally, having a well-rounded content strategy can help to build trust and credibility with your audience and create a sense of authority in your industry, which is essential for building long-term relationships and driving conversions. To achieve this, your long-form content should be comprehensive, well-written, accurate, and backed by data. By prioritising long-form content and SEO in your marketing strategy, you can position your business as a go-to source of information in your industry.

4. Marketers will become even more focused on building customer relationships directly

Marketing has been shifting towards a more customer-centric approach in recent years, and this trend is likely to continue in 2023. In order to build stronger relationships with customers and generate better returns on investment, many businesses are focusing more heavily on building customer relationships directly.

One way businesses are achieving this is by investing more heavily in direct communication, community and brand building initiatives. For example, by using advertising campaigns in a more targeted manner, such as lead generation and community building. This approach allows businesses to reach the right audience, increase conversions, and ultimately drive more revenue. In order to support this approach, businesses are becoming more wary of spreading their budgets across multiple ad providers and instead opting for more cost-effective and targeted options.

Another trend that's expected to see growth in 2023 is email marketing and customer nurturing. Email has been around for decades, but new technologies and practices are making it more effective than ever. By using marketing automation and personalisation, businesses can send targeted, relevant and effective emails that will not only increase customer engagement but also foster long-term relationships.

Overall, building customer relationships directly is becoming an increasingly important focus for businesses in 2023 as they look to drive growth and maximize ROI in their marketing efforts. By investing in targeted advertising campaigns and customer nurturing strategies, businesses can reach the right audience, increase conversions, and ultimately drive more revenue.

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5. Adoption of AI platforms will continue to rise, but be wary of overuse

The adoption of AI platforms in digital marketing is expected to continue to rise in 2023, as these technologies become more sophisticated and able to deliver personalization. AI can automate routine tasks, analyze large data sets, and identify new insights and opportunities.
However, it's important to be aware that not all AI tools are created equal and overuse of AI can cause problems. Many AI tools claim to write copy or create images and videos, but the results can be hit or miss, and the output may not align with your brand's tone and style.

To ensure effective use of AI in your marketing strategy, it's important to understand how it can assist in your workflow and provide inspiration for collaborative and original ideation. For instance, AI can help in identifying new trends, predicting customer behavior and generate insights which will help in brainstorming new ideas, but it should not replace human creativity and brand's voice. Additionally, it's important to be transparent about the role of AI in your marketing campaigns, to ensure that customers understand how the technology is being used and that it aligns with their values.

Instead of relying solely on AI to create content, it's best to think of it as a tool that can help to supplement human creativity and provide new ideas, but not replace it. By approaching AI with a healthy dose of skepticism and using it as a tool rather than a replacement, businesses can harness its power to drive growth and improve their marketing efforts in 2023.

6. New ad channels will start to surface and marketers will continue to diversify their budgets

Diversifying advertising channels beyond Google and Meta Ads (Facebook & Instagram) is important for a number of reasons. Firstly, it allows marketers to reach new audiences and tap into new customer segments. By expanding beyond the major ad platforms, businesses can access new and untapped audiences, and increase their chances of reaching the right customer at the right time.

Secondly, diversifying advertising channels helps to mitigate risk. By relying too heavily on a single ad platform, a business is exposed to the risk of changes in platform policies or a shift in customer behavior. Diversifying across multiple channels can help to mitigate this risk, by spreading ad spend and reducing reliance on a single platform.

Thirdly, Diversifying channels can also help to improve the efficiency and effectiveness of ad campaigns. Each platform has its own unique targeting and advertising options, and by testing different channels and ad formats, businesses can identify which ones are most effective for their business. This allows them to optimise their campaigns and get better results from their ad spend.

With the rise of new ad channels, diversifying can also be an opportunity to take advantage of new features and technologies that are only available on certain platforms. For example, newer channels may have more advanced targeting options, or allow for more interactive or immersive ad formats, which can provide a more engaging experience for the consumer. By keeping an eye out for new ad channels and diversifying their ad budgets, marketers can take advantage of new opportunities and drive growth in 2023.

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